Brothers turned cofounders, Julian and Cody Levine, along with partner and cofounder Lenny Kravitz, are on a mission to flip the script on toothpaste with their brand, Twice. Learn about their journey and recent partnership with CVS.
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It was a trip with the GLO Good non-profit foundation that led Cody and Julian Levine to discover their life’s purpose, and pivot career paths as a result. So they quit their jobs in 2017 , and decided to start a company that was committed to improving oral health and overall health.Twice’s actual development and launch is the stuff of true bootstrapped entrepreneurs: “Julian and I were both living on our parents' couch in the living room of their apartment — thankfully, two different couches! — while formulating the toothpaste. I wish we could say that launching Twice was easy as 1,2,3...
The biggest shift Twice is making is bringing oral care into the health conversation. One of the ways they’re doing this? By transforming toothpaste from a mundane routine into a beloved ritual you’ll look forward to. “Our first two flavors are designed to elicit a feeling, invigorating or calming, and you can choose when to use them.
“We’ve always had a POV that health is not for the elite, it’s for all. As we’ve been growing the brand, we realized that in order for our products to touch more lives and create more impact, we needed to find a way to spread across the country where people buy toothpaste.”
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